The Art of Technology Translation How To Communicate Even the Most Intimidating Information to a Non-Technical Audience
Early in my career, I edited a magazine focused on promoting the Georgia technology industry. In 2004, we put together a directory of Georgia technology companies as part of a special issue. One late afternoon after a full day of editing, I stared at a page of information systems company descriptions. Eyes weary from reading thousands of words, my 10,000 foot view of these technology company descriptions staring back at me led to an epiphany. As I rested for a moment, viewing these descriptions in the aggregate on the pages before me, I realized something.
They all sounded the same. Every single one. Benefiting from such an unusual vantage point, this moment became one of the greatest marketing and communication lessons of my life. How does this happen? Let me break down two flaws I saw then and continue to see today. Read More >